B2B Demand Generation Strategies to Follow In 2022

B2B marketers in 2022 face novel challenges, a crucial one being the waning demand for products and services. The demise of legacy marketing, rising inflation, and the economic repercussions of the Covid-19 pandemic have worsened this scenario. Businesses can overcome this challenge by prioritising demand generation amongst their target audience. Before embarking on any sales/marketing campaign, creating substantial demand has to be the prerequisite. Only then will the campaign receive a positive response. The following strategies can help businesses generate demand for consistently high marketing ROI:-

  • Understanding Prospect Intent for Successful Demand Generation

Data-driven demand generation is propelling B2-B businesses towards unprecedented success. While marketers can harness various databases, tracking and analyzing user-intent data is the best strategy. It helps companies with an in-depth understanding of the client’s journey and requirements. Studying prospect intent also helps businesses understand the purchasing criteria and enables them to deliver accordingly.

  • Customised Content Creation for End-to-End Buyer Engagement

Content marketing steers demand generation. B2B buyer behaviour has massively evolved with the advent of digital platforms. Hence buyers spend most of their time conducting online research, internal discussions and engaging with content creators. Talking to the seller happens only towards the end when they have already decided on most aspects. Hence, businesses must create custom content to connect with prospects from the earliest stages of the purchase cycle.

  • Niche Targeting to Resonate with High-Potential Prospects

Digital demand generation is best facilitated by targeted outreach rather than mass messaging. Relying on promoted posts and paid ads for segment-wise targeting is a practical step in this direction. Businesses must ensure that the quality of leads doesn’t suffer in the quest for high-volume prospecting.

  • Using the Right Marketing Automation Software and Database for Digital Demand Generation

The success or failure of digital demand generation largely depends on how effective the AI tools and database is. An effective database fetches the direct contact of corporate decision-makers, along with crucial firmographic details. It ensures marketers know precisely when and how to approach them for the best deal. Also, with suitable marketing automation, many routine demand generation activities can be successfully run on auto mode.

  • Showcasing Business Authority with Online B2B Events

Once confined to a select few, B2B events today have opened up a world of opportunities for businesses. These provide start-ups with the ideal platform to reach out to many prospects simultaneously with minimum investment. B2B events also allow SMEs to effectively portray their credibility, expertise, and experience.



It doesn’t matter how innovative, well-researched, or meticulous a business’s sales and marketing endeavours are. Without a decent market demand for the products/services, all such efforts will fall flat. Businesses can position themselves as industry experts by strategically highlighting the pain points of the target audience to generate demand. It develops holistic brand awareness and creates tangible demand for various B2B offerings in the long run.

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